. >> reporter: leonard rodriguez outreach strategy for george w. bush's presidential campaigns. we met in his san antonio home. how do they fall into this pit fall of appearing? >> talking one way to a particular group of individuals, and then going to the next event and talking predominantly to a group of hispanic individuals. it forces the candidate to look out there and now know he is talking and delivering a message that has to bring these two groups of people together. >> reporter: television ads offer a snapshot to president obama and mitt romney's strategy in courting voters. the obama campaign is using latino celebrities targeting specific issues like education, immigration and even the appointment of sonya sote omier. mitt romney is using family. he talks about american values and bipartisanship. the chief marketing officer of cultural strategy, he sees obama and romney targeting specific groups in the latino community. romney chasing the more conservative cuban american vote, obama focusing on puerto rican and mexican american votes. he says to get these votes the mess